"If you're not following #RushTok - or, more sanely, if you've never even heard of #RushTok - buckle up. It's the corner of TikTok devoted to sorority rush, and what started a few years ago as a niche obsession with recruitment at mostly Southern universities has gone into beast mode, complete with an HBO Max documentary, a Lifetime reality series, breakout stars, brand collabs, and, of course, a Meghan Markle angle, very slight though it may be. (She was in a sorority.)"
"Behind the scenes - either juicing it, feasting on its clicks, or both - are $5,000 rush consultants, mental breakdowns, scandals, designer outfits, and enough spray tans to fill a Trump cabinet and then some. Think debutante ball, but with elimination rounds and video rolling. Alas, in earlier times, Bostonians could have gawked at the show from a safe physical and emotional distance. But now a growing number of our kids are going South for college. They're seeking fun and better weather and, according to some, an escape from divisive progressive politics."
"And what it all means is - well, let's listen to a New York City rush consultant: "I am seeing a ton of girls from New England," Lorie Stefanelli, the founder of Greek Chic Sorority Consultants, told me in late August. And the New England girls have a lot to learn. "When you go down to a school like Georgia or Alabama, you have to be the cute girl, not the cool girl," said Stefanelli, a Chi Omega from the University of Texas at El Paso; a former human resources professional; and, per her website, a brunch obsessive."
The #RushTok TikTok trend centers on sorority recruitment, featuring synchronized dance videos, branded content, and intensive appearance-focused preparation. Families and students increasingly spend thousands on rush consultants, stylists, and production to improve prospects at highly Greek Southern universities. Media exposure and entertainment tie-ins have amplified the craze, producing documentaries, reality shows, influencer careers, and brand collaborations. The process emphasizes curated looks and performative friendliness, often prioritizing being "cute" over being "cool," and generates stress, scandals, and a modern debutante-style elimination spectacle. Students from New England and elsewhere travel South seeking social life, better weather, and different political climates.
Read at Boston.com
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